Most consumers have probably never heard of NutraFlora, a prebiotic fiber that helps increase calcium absorption.
They will soon.
GTC Nutrition, the Golden-based maker of NutraFlora and other customized nutrition products, is launching its first national public-relations campaign.
It has chosen Linhart McClain Finlon Public Relations to spread the message.
Sharon Linhart, president of the Denver- based PR firm, announced the contract Monday. In the past six months, the firm has won the national campaigns for two other major Colorado-based companies – Wild Oats Market Inc. and Frontier Airlines.
“I think Wild Oats had a lot to do with us winning GTC, because they’re both in that natural-foods category,” Linhart said. “Our task is to help build NutraFlora into a recognizable consumer brand.”
Other Linhart clients include Chipotle Mexican Grill, Red Robin Gourmet Burgers and Johns Manville.
Founded in 1988, GTC employs more than 20 people in Golden. Its flagship product, NutraFlora, is used in products such as Horizon Organic yogurt.
“Brand awareness is somewhat low, so there is going to be a big educational push here,” said Trina O’Brien, senior communications specialist at GTC. “We needed someone to understand the science behind our message. When Linhart walked through the door, we knew they were the right people.”
GTC is a wholly owned subsidiary of Westchester, Ill.-based Corn Products International.
Sharon Linhart announced the new account in her new downtown offices in the historic Baur’s building on Curtis Street.
The long-standing relationship between Linhart and Denver’s McClain Finlon Advertising will remain intact.
The two firms have shared an office since Linhart began pursuing clients in 1996. For the past six years, they have been located in downtown’s Ballpark neighborhood.
But as both companies grew – Linhart employs 15 people, and McClain Finlon has 220 – they realized that they needed more space. McClain Finlon remains at 2340 Blake St.
“Both of us have grown pretty nicely,” said Cathey Finlon, chairman and chief executive of McClain Finlon, which has hired 75 people to date this year. “And we’re going to work hard to keep this collaboration growing.”
Staff writer Julie Dunn can be reached at 303-954-1592 or jdunn@denverpost.com.
